NEW from NMI (Natural Marketing Institute) & Nielsen - Opportunities in Digestive Health Report

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For Immediate Release
HARLEYSVILLE, PA. October 2015

New York, NY & Harleysville, Pa. – Nielsen, a global information and measurement company and NMI, a leading research and global market intelligence provider to major brands, today announced the release of their first in a series of collaborative Health Condition Reports.

This first report, Opportunities in Digestive Health, includes a detailed segmentation analysis, a look at consumer health aspirations, purchase behaviors and opportunistic marketing strategies. NMI Managing Partner, Maryellen Molyneaux added "Given the ongoing importance of health and wellness as a prevailing consumer force, Nielsen and NMI are collaborating to uncover the major dietary trends influencing this burgeoning marketplace."  Manufacturers and retailers need to position themselves to take advantage of emerging trends and products. The report provides marketers with insight into the size and sales trends of 4 digestive claims - gluten-free, probiotics, fiber, and lactose-free, as well as consumer attitudes and behaviors toward digestive health in general.

Opportunities in Digestive Health provides an 80+ page NMI and Nielsen PowerPoint deck with summary of consumer insights along with a detailed Nielsen purchase behavior report via Excel on each claim (Nielsen RMS & Homescan).

For more information kindly visit NMI at www.NMIsolutions.com or contact Maryellen Molyneaux, Pres., NMI at This email address is being protected from spambots. You need JavaScript enabled to view it. or Neha Seth, Associate Director, Nielsen at This email address is being protected from spambots. You need JavaScript enabled to view it.

NMI Releases New 16th Annual Report Trends in Healthy Living

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For Immediate Release

HARLEYSVILLE, PA. April 2015. NMI, a leading research and global intelligence provider to brands and corporations, is pleased to release its much awaited report: 2015 Trends in Healthy Living, now in its 16th year, which examines consumer attitudes and behaviors toward healthy living and the health and wellness marketplace as a whole.

Maryellen Molyneaux, NMI Managing Partner, shares "this research uncovers insights into how today's consumer integrates health and wellness into their lifestyle and reveals their motivations and the challenges they encounter in their pursuit.

Many factors are driving multiple categories across the U.S. For example, aging drives condition-specific needs, and increased consumer knowledge and desire for specific product features and benefits drive natural, organic, gluten-free and plant-based options. The need for education and an understanding of these drivers that affect consumer behavior patterns has never been stronger".

NMI's objectives in this research are to provide insights into how consumer attitudes and behaviors toward health and wellness have changed over the past 16 years and how these changes may impact the future landscape of the health and wellness industry. A glimpse into the report ...

  • 2015 Top 8 Consumer Health & Wellness Trendseve eating apple
  • Changing segment composition as evidence of health and wellness mainstreaming
  • Consumers' customized mix of traditional, alternative and emerging healthcare methods
  • Nutritional challenges families face with children in the household
  • Benefit understanding of natural, organic, and non-GMO products
  • The impact of environmental concerns on product choice
  • Over 160 pages of new research on consumer need states, attitudes, usage and opportunities including data, charts, graphs, analysis, commentary, and more!

NMI's Project Methodology

  • NMI Database and Health & Wellness Segment Insights—Over 46,000 Interviews!  -
  • Three other NMI databases used within this report for additional data/insights
  • Healthy Eating Study that analyzed over 3,000 general population consumers.

For more information on this report click here.

To speak with NMI, kindly contact Maryellen Molyneaux, NMI Managing Partner, at This email address is being protected from spambots. You need JavaScript enabled to view it. or 215-513-7300, ext. 204.

NMI releases new report: 2015 Growing The Organic Industry: Strategies for Brand Success

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NMI releases new report: 2015 Growing The Organic Industry: Strategies for Brand Success

For Immediate Release

HARLEYSVILLE, PA. February 2015. NMI, a leading research and global intelligence provider to brands and corporations, is pleased to release its much awaited report: 2015 Growing The Organic Industry: Strategies for Brand Success.

Almost seven in ten consumers use some type of organic product, a trend that has been moving steadily upward over the past 9 years. In the U.S., organic product sales reached over $35B in 2013 with organic foods and beverages representing 92% of those sales. In fact, organic food accounts for almost 5% of all U.S. food sales.

Who is using organic? NMI's organic segmentation model breaks down consumers by differing levels of usage and commitment; brands must attract the Devoteds for a viable share of dollar volume. Millennials show trended increased entry into the category suggesting potential longevity and future expansion.

What motivates consumers to choose organic? It is a complex combination of both positive drivers and avoidance, some of which include: a craving to eat healthy, a desire to avoid negative ingredients, a mistrust of the food chain and manufacturers, a wish to promote a sustainable and safer environment, and having a child in the household.

Methodology Included the following:

  1. NMI Database analysis for general population and Organic Segment insights – over 7000 interviews!
  2. Nielsen HomeScan organic segment insight – analysis of purchases among 50,000+ households.
  3. Consumer ethnographies with peer groups – 4 cities, 30+ hours of interviews.

Maryellen Molyneaux, NMI President, Managing partner, added that "To advance the Organic industry a commitment needs to be made to ongoing education and communication as almost four in ten users are new within the past year. These consumers contribute immensely to organic categories, but confusion reigns. Longevity and growth will demand ongoing scientific research as well as marketing communications."

For more information on this report click here
or kindly contact: Diane Ray, Vice President of Strategic Innovation
at 215.513.7300, ext. 231 or This email address is being protected from spambots. You need JavaScript enabled to view it..

NMI releases new report: Gluten Free 2015... a report on Consumer Need States, Attitudes, Usage and Opportunities!

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For Immediate Release

HARLEYSVILLE, PA. April 2015. NMI, a leading research and global intelligence provider to brands and corporations, is pleased to release its much awaited report: Gluten Free 2015, the Industry’s most comprehensive report on the gluten-free food/beverage marketplace!

NMI KNOWS Gluten Free CONSUMERS... Do you know that nearly half of the general population have used gluten-free foods/beverages in the past year; usage is now higher than ever! Maryellen Molyneaux, NMI Managing Partner shares that “Gluten-Free 2015 is a groundbreaking study that seeks to uncover and quantify the attributes and benefits that would provide longevity to this market sector. Despite only a small percentage of the population having Celiac Disease or gluten intolerance, going "gluten-free" has become all the rage. Within NMI's Health and Wellness Trends Database®, a significant increase in household penetration of gluten-free products has been observed. Not only is this among consumers who have medical need, but the largest portion of users is among consumers who are early adopting leaders in the healthy foods market, the WELL BEINGS®, as well as a group referred to as FENCE SITTERS®, the healthy 'Wannabees®'."

The intent of this report is to provide a solid overview of where the gluten-free food/beverage marketplace stands, while investigating how to increase household penetration of Gluten Free products by:
Understanding motivations beyond Celiac and Gluten Intolerance, Uncovering new product opportunities across categories, Understanding who’s buying what gluten-free categories, and Determining attitudes and needs that will foster longevity. How do Brands retain consumers when a solid portion of Gluten-Free Users are classified as ‘Gluten-Avoiders,’ they’re avoiding, but not eliminating gluten?
Who are the REAL consumer targets for gluten-free?

NMI’s applied 3-Phase Project Methodology
Each phase included overlay of NMI’s health and wellness segmentation model – Now with 16 years of annual tracking, 93% predictive accuracy, and overlay into all Nielsen products for additional insight.
Phase 1: NMI Database and Health & Wellness Segment Insights—Over 7,000 Interviews!
Phase 2: Nielsen HomeScan Health and Wellness Segment Insight – 50,000 households!
Phase 3: Attitude and Usage Study that analyzed key consumer groups.
1,004 Gluten-Free Users, balanced on key demographics: age, gender, race and income
223 Non-Gluten-Free Users (never used)
97 Lapsed Gluten-Free Users (used, but not in past year)
Other key groups analyzed: Celiac/intolerant; heavy vs. light GF users; health issues and medical conditions
Uncovers motivations to use – medical vs prevention vs weight loss and other; occasions, HH need states, benefits sought, brand attributes and loyalty, sources of information and more.

For more information on this report click here
or kindly contact: Maryellen Molyneaux, NMI Managing Partner
at This email address is being protected from spambots. You need JavaScript enabled to view it. or 215-513-7300, ext. 204

Nielsen & NMI (Natural Marketing Institute) Release New Report on Health & Wellness in America 2014

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Nielsen & NMI (Natural Marketing Institute)
Release New Report on Health & Wellness in America 2014
 

New York, NY & Harleysville, Pa. – Nielsen, a global information and measurement company and NMI, a leading research and global market intelligence provider to major brands, today announced the release of their first of three collaborative White Paper Reports.

This first Report, entitled Health & Wellness in America 2014, The Consumer Perspective, includes a detailed segmentation analysis, a look at consumer health aspirations, purchase behaviors and opportunistic marketing strategies.

NMI Managing Partner, Steve French added “Given the ongoing importance of health and wellness as a prevailing consumer force, Nielsen and NMI are collaborating to uncover the major food and beverage trends influencing this burgeoning marketplace." The result is this first of our three series of reports covering the ever expanding health and wellness sector.

To download your Free complimentary copy of Health & Wellness in America 2014 click here

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